Cracker Barrel is seeking a Media Planning and Buying Manager that will be directly responsible for the media plan development and buying of several marketing channels including paid search, social media, and pay-for-performance marketing. This partner will lead the strategy, execution, optimization, and hindsight reporting with a focus on hitting business goals and driving the most out of communication plans and budgets.
Buy and manage paid search, social media and pay-for-performance marketing campaigns for all platforms and campaigns including restaurant, off-premise, retail, catering and others.
Effectively work with cross-functional marketing team to understand goals and audience messaging to collaborate on strategies to achieve financial goals.
Work with team to identify and continually refine target audiences and their unique marketing journeys through testing and optimization.
Partner with our agency of record to translate creative strategies and vision into effective media plans with agreed upon KPIs.
Collaborate with SEO specialist and develop keyword strategies that align to our campaign messaging.
Collaborate with owned/earned social team to identify key learnings and opportunities.
Set measurable goals that demonstrate expectations and ongoing improvement.
Manage daily bids, spend and ROI.
Partner with external agencies and work closely with vendors to ensure appropriate support and to keep abreast of product releases and new available features in the ever-changing media landscape.
Conduct post-campaign analyses, create reports and present to senior leadership on a regular basis.
Plan and manage media budget and flowcharts based on quarterly priorities and continued changing business needs.
Understanding of paid search or social performance metrics and KPIs with an understanding of the paid landscape and bidding process.
Understanding of performance marketing, conversion, and online customer acquisition.
Experience with either Google AdWords (search) or Facebook Ad Manager (social), and Google Analytics.
Experience working in a team and with agencies.
Experience with Sprinklr a plus.
High proficiency with Google Search Console, Facebook/Instagram.
Experience with Pinterest, SNAP, Twitter and Sprinklr Modern Advertising a plus.
High proficiency in Microsoft Excel and PowerPoint
Education & Experience
Bachelor's degree
5+ years of paid digital marketing experience with 2+ years working in media buying managing search or social with proven results.
NOTE: Racism, either overt or perpetuated through unconscious bias, has no place at Cracker Barrel Old Country Store, and both our Mission and People Promise are firmly rooted in the principle of valuing what everyone brings to the table. Our employees work hard to ensure that our brand, which is grounded in genuine hospitality and nostalgia, represents only what is good about those things. While our dcor and food may harken back to earlier times, our inclusive culture and beliefs about equality and diversity do not.
Street 2: 307 Hartmann Drive
Street: Home Office
External Company Name: Cracker Barrel Old Country Store, Inc.
External Company URL: www.crackerbarrel.com
In compliance with federal and state equal employment opportunity laws, qualified applicants are considered for all positions without regard to race, color, religion, sex, sexual orientation, genetic information, national origin, age, marital status, medical condition, disability or any other class expressly protected by law. Qualified applicants are considered for employment according to the laws of the respective state of employment. If you feel this policy has been violated, you may report such instances to the Employee Relations Department online (http://www.crackerbarrel.com/contact-us/employee/ ) or toll free at 1 800-333-9566.
Cracker Barrel does not unlawfully discriminate in hiring. If you are interested in applying for a position and need a reasonable accommodation during the application process, please contact (1-800-333-9566) so that we can work with you to reasonably accommodate you. Note that individuals who have any hearing impairment will be reasonably accommodated in the application process.
